CoreBrand Releases Rankings for Most and Least Respected Brands of 2014 | Integrated Brand Communications | Scoop.it

 CoreBrand, a leading brand strategy and communications firm and creator of the Corporate Branding Index® (CBI), which provides continuous benchmarking data, insights and corporate brand valuation for more than 1,000 companies across 50 industries, today released its second annual report on the most and least respected corporate brands - Brand Respect: The Most and Least Respected Corporate Brands.


The Brand Respect report correlates data on the levels of Familiarity and Favorability of publicly traded companies, utilizing the 23-year quantitative CBI, to uncover the sentiment behind the most well-known brands. Brands with the highest Familiarity and Favorability are defined as most respected, while brands that are well-known among audiences (identified as the 100 brands in the CBI with the highest Familiarity) but have the lowest Favorability are considered the least respected.